plan your back-to-school marketing campaigns in style

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Experian Public.

Plan your Back-to-School Campaign in Style!

Bill Schneider, Marketing Analytics Consultant

Heather Dougherty, Director of Research, Experian Hitwise


Experian Public.

Bill Schneider

► Marketing Analytics Consultant

Heather Dougherty

► Director of Research at Hitwise

______________________________________

Talk Track:

Back-to-School is Big Business

Key Back-to-School Audience Segments

Execution of a Back-to-School Campaign

Introducing our Speakers

Tweet using the hashtag #EMS2012


Experian Public.

Back-to-School is Big Business

$70 billion – Total projected spending for back to school merchandise including apparel, supplies and computers.

55.5 million – The projected number of students to be enrolled in the nation's elementary through high schools (pre-kindergarten through 12th grade) this fall.

38 million – The number of U.S. households that have children under age 18. This represents about one-third of total households.

19.7 million – The projected number of students enrolled in the nation's colleges and universities this fall.


Experian Public.

Marketing Challenges

Who are my key targets

and how can I

differentiate my marketing

message?

How should my marketing

budget be allocated across

multiple online and offline

channels?

What variety of offers &

promotions will enable me

to capture a significant

share of back to school

expenditures?

Who are my key targets

and how can I differentiate

my marketing message?

How should my marketing

budget be allocated across

multiple online and offline

channels?

What can I do to make my

message stand out above

the crowd?


Experian Public.

A Mom’s Perspective

I budget for school expenses

as I would anything else…and

I won’t have my son miss out

because ‘we can’t afford’

something… I’d give up

something else first.

*Feedback was compiled from PHD in Parenting:

http://www.phdinparenting.com/2011/08/22/who-should-pay-for-school-supplies/

I do buy him the cool gear to go

back to school with, new clothes,

shoes, backpack and lunch box. And

I don’t mind, I actually LOVE back

to school shopping.


Experian Public.

Moms increasingly give in to requests for non-essentials during Back-to-School shopping season

Percent of moms who agree: I find it hard to resist my kids’ request for non-

essentials

20%

22%

24%

26%

28%

30%

32%

34%

36%

1/3

/2011

1/2

4/2

011

2/1

4/2

011

3/7

/2011

3/2

8/2

011

4/1

8/2

011

5/9

/2011

5/3

0/2

011

6/2

0/2

011

7/1

1/2

011

8/1

/2011

8/2

2/2

011

9/1

2/2

011

10/3

/2011

10/2

4/2

011

11/1

4/2

011

12/5

/2011

12/2

6/2

011

Source: Experian Simmons


Experian Public.

Who is My Target Audience?


Experian Public.


Babies and Bliss Cul de Sac Diversity

Hispanic Harmony

Sports Utility Families

Kids and Cabernet

Families Matter Most

Picture Perfect Families


Experian Public.


64 77 99 81

122

101

129

20

40

60

80

100

120

140 K

ids

an

d C

ab

ern

et

Pic

ture

Pe

rfe

ct

Fa

mil

ies

Ba

bie

s a

nd

Bli

ss

Sp

ort

s U

tili

ty F

am

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Cu

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ac D

ivers

ity

Fa

mil

ies

Ma

tte

r M

os

t

His

pa

nic

Ha

rmo

ny


Index

I prefer to shop with my family … Percent Agree

39% (based on parents with children at home)


Experian Public.


My children have a significant impact on the brands I choose … Percent Agree

176

95

182

111

132

112

143

10

30

50

70

90

110

130

150

170

190 K

ids

an

d C

ab

ern

et

Pic

ture

Pe

rfe

ct

Fa

mil

ies

Ba

bie

s a

nd

Bli

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Sp

ort

s U

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am

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s

Cu

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ac D

ivers

ity

Fa

mil

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Ma

tte

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os

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His

pa

nic

Ha

rmo

ny

Index




Experian Public.


147 155

183

125

166

86 84

10

30

50

70

90

110

130

150

170

190 K

ids

an

d C

ab

ern

et

Pic

ture

Pe

rfe

ct

Fa

mil

ies

Ba

bie

s a

nd

Bli

ss

Sp

ort

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am

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Cu

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ac D

ivers

ity

Fa

mil

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Ma

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His

pa

nic

Ha

rmo

ny


Index

I often use the Internet to plan my shopping trips … Percent Agree



Experian Public.

More affluent Mosaic® USA types visited online retailers

Source: Experian Hitwise


Experian Public.

Mosaic Type Top 5 Apparel Websites Visited During Back to

School Season

Kids and Cabernet

Picture Perfect

Families

Babies and Bliss

Sport Utility Families

Cul de Sac Diversity


Hispanic Harmony

Diverse apparel website selections across various Mosaic types during Back-to-School



Experian Public.


I shop around a lot to take advantage of specials or bargains … Percent Agree

85

121

112 101

115 104 96

40

50

60

70

80

90

100

110

120

130

140 K

ids

an

d C

ab

ern

et

Pic

ture

Pe

rfe

ct

Fa

mil

ies

Ba

bie

s a

nd

Bli

ss

Sp

ort

s U

tili

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am

ilie

s

Cu

l d

e S

ac D

ivers

ity

Fa

mil

ies

Ma

tte

r M

os

t

His

pa

nic

Ha

rmo

ny

Index




Experian Public.


126 126 135

167

80

163

52

30

50

70

90

110

130

150

170 K

ids

an

d C

ab

ern

et

Pic

ture

Pe

rfe

ct

Fa

mil

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Ba

bie

s a

nd

Bli

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Sp

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am

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ac D

ivers

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Fa

mil

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Ma

tte

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os

t

His

pa

nic

Ha

rmo

ny Index


Used a coupon from Internet or email …


Experian Public.

Babies and Bliss most likely to visit websites for comparison shopping and discounts



Experian Public.

Targeting Families with School Children

Babies and Bliss

Sports Utility Families



Experian Public.

Babies and Bliss Sports Utility Families Families Matter Most

Websites of department stores visited during Back-to-School season



Experian Public.


Websites of electronics, computers and office supply retailers visited during Back-to-School season



Experian Public.


Websites of Rewards & Directories visited during Back-to-School season



Experian Public.

Social networks can offer targeting opportunities for specific Back-to-School segments



Experian Public.

Women’s content websites attract Mom & Family oriented Mosaic segments



Experian Public.

Back to College


Experian Public.

Majority of variations for ‘dorm’ searches are focused on decorating ideas


Decorating,

ideas, supplies

& stuff

Bedding &

furniture

Checklists

Refrigerators


Experian Public.

College students seek out the best (yet cheap) laptops and computers

Filtered to include college or student


Best & top

Cheap,

discount,

deals & offers

Free


Experian Public.

Execution of Back-to-School Campaigns


Experian Public.

Back-to-School search activity peaks in August

Source: Experian CheetahMail


Experian Public.

Back-to-School searchers tend to be females between the ages of 25 and 44

Source: Experian Hitwise AudienceView


Experian Public.

August is the month for Back-to-School mailings



Experian Public.

First half of August is critical time period for marketing to Back-to-School purchasers



Experian Public.

Campaigns with an offer achieved higher transaction rates

Sneak Peek — Go

Back To School In

Style!

Reading, Writing,

Arithmetic &

Shoes!

FREE Shipping —

Today Only! Get

Your Back-to-

School Shopping

Up to 40 percent

Off Just in Time for

Back to School!

Back to School:

Try a Free sample

pack on us!

+21%



Experian Public.

The Back-to-School season represents a huge opportunity for marketers, but not all shoppers are created equally:

Utilize segmentation to better understand your target audience and craft more relevant messages.

Identify which websites your target segment visits for ad placement, partnerships and competitive intelligence to influence purchasing decisions.

Understand the lexicon of the consumer to craft search marketing and email campaigns that will resonate with Back-to-School purchasers.

Key Takeaways


Experian Public.

Questions?

Join us for a TweetChat

directly following this

webinar

Follow these simple steps:

Go to http://www.TweetChat.com

Use the hashtag #EMS2012

Log into your twitter account

Participate in the conversation


Experian Public.

plan your back-to-school marketing campaigns in style

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